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The bar, your second home

Alcoholics Anonymous

Issue 24 | October 2012

Agency

JWT Brazil

Creative Team

Executive Creative Director: Roberto Fernandez, Ricardo John Creative Director: Erick Rosa Copywriter: Erick Rosa, Fernando Duarte Art Director: Gabriel Gariba and Pedro Galdi

Production Team

Art Buyer: Renata Sayao, Fafa Oliveira Producer: Movie and Art Movie Director: Andre Salto and Cesar Nery Sound Producer: Fe Sztok, Estudio da Vila

Other Credits

Account Supervisor: Luciana Rodrigues, Carla Magro and Adriana Assumpcao Media: Ezra Geld, Ricardo Medeiros, Bruno Narchi, Gabriel Igima Planning: Fernand Alphen

Background

Alcohol is the third leading cause of death in the world. The Alcoholics Anonymous decided to do something about it. And raise this issue in an actual bar. With the name of customers in Hand (obs.: it is common for bars in Brazil to collect first and last names as the bar tab is handed out at the entrance), we printed perfect replicas of household bills and handed to customers to stir up conversation. Inside, instead of the bill, it read: For others, this is a reality, the Bar becomes a second home. If you know anyone who suffers from this problem, please contact the AA.

Idea

Alcohol is the third leading cause of death in the world. We decided to use perfect replicas of household bills (with customer's names and the bar address) as media and at a popular bar, to convey the message that the bar does become the second home to an alcoholic.